“If you can’t write your message in a sentence,
you can’t say it in an hour.” – Dianna Booher, communications expert and author
Most businesses have competition – it’s a fact of life. There are a vast array of marketing strategies and tools that allow you to compete for the biggest share of the market for your products or services. All these strategies and tools are more effective when they align and rest on a solid foundation – your unique value proposition.
Define Your Unique Value Proposition (UVP)
Your value statement clearly and concisely articulates the benefit of the solution you offer, what is valuable about those benefits, who you solve the problem for, and how your solution is different. It’s the main reason customers should buy from you, and not your competitors.
You can find fill-in-the-blanks templates on the internet that provide a framework to help you craft a value proposition. Geoff Moore’s positioning statement template is one starting point:
- For _________ (target customer)
- Who ____________ (customer’s need or opportunity)
- Our _____________ (your product or service name)
- Is ________ (describe product category)
- That ___________ (statement of benefit)
At first glance, this looks like a fairly simple task, but it takes some careful thought to concisely define what you offer and how it benefits customers. Depending on what products or services you offer, other templates may provide a better fit for your business.
One Clear Signal Rises Above the Noise
When you base everything you communicate about your business on the same value proposition, you ensure your messages are targeted to the right audience and are consistent and memorable. When everything aligns – the words on your website, emails, ads, packaging and signage – you send a strong clear signal that gives customers confidence they are making the right choice in choosing your business above others.
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